A Conversation With KyleYouMadeThat
KyleYouMadeThat is a well known producer in the TikTok music community who’s created several tracks including the massive hit “Poof Be Gone”. He’s worked with several artists including NLE Choppa, Kaash Paige, and Coi Leray - and he’s just getting started! In this EXCLUSIVE Airbit interview, we dig into how KyleYouMadeThat got signed to Republic Records, his TikTok tips and strategies, and several other noteworthy topics that you do not want to miss out on. Read below or watch the video above for more!
Clint:
We got KyleYouMadeThat [here today]. I'm super excited about this interview because my guy has been crushing it on the TikTok space. It's mind blowing to see producers take a platform, exploit it, and become successful at it. So KyleYouMadeThat - what's good bro?
Kyle:
What's going on? I'm glad to be here! Thank you for having me.
Clint:
Absolutely man. Glad to have you. So I tell the people about yourself, some dope things that you’ve accomplished, how you got started in production, and then we're going to dig right into some TikTok strategy. So let the people know what's up.
Kyle:
For sure! My name is KyleYouMadeThat. I'm a music producer born and raised in Toronto, Ontario, Canada. I’ve been making music since the age of 12 and dabbled in selling beats online back in the day. I’ve always been finding ways to get creative with putting my music out there on the internet. It's understanding that the internet is a powerful tool. Along the way, I've worked with the likes of Tinashe, Ryan Leslie, Troy Taylor, Boi1da, and the list just goes on. I was running my own studio in Toronto in 2016 and was doing a little audio engineering then - I've been doing that for four years. Then the pandemic happened in 2020 and everything got shut down. I was forced to use the internet and TikTok as a tool to get to where I wanted to. That led me to so many opportunities [such as] meeting a lot of really dope creative people. I got to work with the likes of NLE Choppa, Coi Leray, Kaash Paige, and of course, the list goes on and on. page. And of course the list goes on and on. Now we’re just here living life at its fullest.
Clint:
I feel like the pandemic really pushed a lot of people into different spaces that they may not have looked for prior to it happening. So that's super dope, man. Congrats on all your success! Talking about TikTok, was this something you just kind of stumbled on? You mentioned the pandemic and [how] you turned to the internet. Was it an accidental thing [where] you posted a beat and then it blew up or was there some strategy?
Kyle:
Around 2019. I remember I was listening to a David Dobrik podcast [called] views. I remember he was talking about TikTok and he was just like, “TikTok is better than Vine.” For me that was a huge statement because Vine was such a big thing back in the day. I was like, “okay, hold up. If he says that TikTok is this big, I gotta check it out for myself.” I was a consumer for like a year and I’d just be constantly going through my “for you” page. From there, I realized this is a powerful tool for music marketing because all I saw is music on there, but all I heard is a bunch of new music that I got introduced to. But it wasn't until the pandemic where I was forced to shut down my studio and be at home where I got to be back in my creative zone. I realized that TikTok is such a great marketing tool - why don’t I dabble in it myself? So I just started posting a bunch of different videos. I was trying to get one thing going viral. What’s cool about TikTok is that anybody can be heard at any moment. So I experimented with posting a beat and putting my camera in front. [That didn’t work, so I said] “okay, why don't I just do cool edits and post a video of a remix that I've done?” That was what started picking up traction.
Clint:
So it wasn't just the standard “put your phone in front of the computer screen, record your beat and then put it out there” [approach]. You got creative, used some skills that you already had as far as graphics and editing [go], and found a way to stand out amongst what every other producer is doing
Kyle:
Exactly. It's easy to just put your phone right here in the camera and record. You always want to take it a step further. Another thing I understand is that social media is such a visual thing. People gravitate toward things visually. So I had to learn how to edit and create videos that I knew were going to be very appealing to the eyes.
Clint:
That's super dope, man. So as far as the music [goes], do you approach the production differently since it's going to be on TikTok or do you just kind of do your thing and then put it on TikTok?
Kyle:
I'll make beats the way that I normally do, but when I'm putting out a TikTok, I know that my target audience isn't just anybody - it's dance creators. So I had to study dance creators for a little bit to understand what it is that makes them want to dance to something. A lot of times it's [about] finding that distinct element in a song that's very rhythmic and makes them wanna move. So I would bounce a beat out from a computer, put it on my phone, and see if it makes me feel a way.
Clint:
I think a lot of people skip this step of just doing the research and studying who their target audience is. There's a lot of information in paying attention to what people gravitate towards and studying what's already working. You don't have to necessarily reinvent the wheels. So with TikTok being a short form platform, do you find yourself tweaking the beats that you make when you post it on TikTok? Is there a certain part of the beat that you like to post or do you just pick any random part of the beat or track?
Kyle:
It’s funny because when I produce, I don't actually have a full track ready. I really just make 15 seconds strictly for TikTok. My most viral one would be “All About Cake” which was a Playboi Carti and Rihanna remix and was strictly catered for TikTok.
Clint:
So how does payment work? Is there any type of royalty you get from all the exposure that you gain from TikTok and your music being used? It’s still kind of fresh in our industry, so I don't know if there's anything in place to really systematically compensate creators. But what have you learned from this whole journey of blowing up on TikTok?
Kyle:
Well on TikTok specifically, I actually have made nothing. It just led to opening up all my other businesses. So for me, it’s just understanding that TikTok is a fun culture. All I know is that if I put something out that I am very passionate about, it's going to help out everything else. [For example,] using TikTok has now opened up my platform for YouTube and Airbit to sell beats. It's opened up so many different avenues. TikTok is just the tool to open up my business.
Clint:
So you're using TikTok as this huge visibility platform to help grow everything else you have going on in the multiple streams of income you have as a producer. That's dope! So when you're creating content for TikTok, is there a strategy as far as when to release? Is there an algorithm like we have on Instagram and YouTube and are there certain things that you keep in mind to help gain that momentum?
Kyle:
With TikTok it’s just understanding what the culture is. It's just [about] studying what people gravitate toward and what type of content people like to create on there. So [I ask myself] “how can I be a contributor to that?” and “how can I take the formula that people are using and apply that to my music?” So it was just like what I did where my target audience was dance creators. I would edit montage videos of all these dancers doing dances to my songs and just make them feel encouraged to dance more. It makes me feel excited to see them gravitate towards something that I created. In the makeup industry, for example, they understand that the music that they need is something that is going up and up. Then boom - it goes to the drop. That’s where the reveal of the final product of what I did with my face or my makeup [happens].
Clint:
So when you're researching, are you going through all the trending videos within your specific niche or the audience that you're trying to target? Are you watching all of those trending videos and studying them that way?
Kyle:
Well yeah, [I’m studying] anything that's usually on my “for you” page. Like, “what is it that made this go viral?” and “what was it in the first five seconds that made me want to stop scrolling and actually want to watch this?”
Clint:
Are there some days you just focus on TikTok stuff or do you have a schedule to create specifically for TikTok? What does that look like for you?
Kyle:
Usually the first thing in the morning I like to do is scroll through TikTok. One of my content strategies is to have users on the platform just tag me in a bunch of different videos and be like, “sample this” or “remix this”. For me, [there’s] content right there so if I feel inspired by that idea, I'll make something right away and post it.
Clint:
Do you find yourself sampling more of some of those ideas off there or just create an original stuff?
Kyle:
I found myself sampling a lot of the stuff on there because I'm engaging with my audience and it makes them feel like they are a part of the process and it makes them feel included.
Clint:
I always encourage producers to be just as creative in their marketing efforts as they are in their music just like you are with TikTok. It's not always about the upfront payoff. [Sometimes] it's about doing things that can increase your visibility and your brand, then making sure you have everything else set up in place like your Airbit beat store. What are some tips, tricks, or strategies that you would give [producers] just starting out?
Kyle:
I would say the best way to be heard is by following the trend, but putting your own spin to trends. So like, let's say a song is trending. Flip it your own way. Remix it, sample it, do something with it as a producer. Show your creativity. It’s something that people are familiar with, but it's showing them your own twist to it.
Clint:
You talked about how TikTok has had a huge impact on your business as a whole. What are some doors and opportunities that have opened up as a result of your success on TikTok?
Kyle:
Because of TikTok, I got signed with Republic records to do several records. I released songs through Republic with NLE choppa, Coi Leray, Kaash Paige, and Yung Baby Tate. I've gotten to meet some of the craziest people. I got to meet producers like Dr. Luke, which was absolutely amazing, and a lot of dope artists just because of TikTok and learning how to use it.
Clint:
Wow! That's dope, man. How did [Republic] find you? Did they reach out to you via TikTok or did they find your website?
Kyle:
It was through my manager, Tiffany Kumar. It’s funny because she actually found me. We met each other because of TikTok as well. She was very connected with the label. She [set a meeting up] and they saw what I was doing on the app at the time when I met with them. I've already had several viral hits on there. I have “All About Cake”, “Crystal Dolphin Switch Up”, and “Hoopla”. “Hoopla” was on the rise at this point. They saw what I was doing and they were very interested.
Clint:
That's awesome, man. I feel like some people are nervous to get on camera and just put themselves out there. You can miss out on so many opportunities, you know?
Kyle:
Facts - that was me. Funny enough, before all the TikTok stuff, I would never post on social [media]. I absolutely hated social media. I hated putting my face in front of the camera and all of that, but it takes time to get used to it.
Clint:
How did you have your profile set up so that you could maximize all the exposure that you were getting once that first video shot up? Did you have a website link or a social media link?
Kyle:
There's a website feature on your profile when people check your page, where you can put your link on there. I use Linktree and I have multiple different websites on there. I have my YouTube on there, my beat store's page on there, and all my profiles on the internet. I was just reminded of another video [feature] that producers can use on the app - the duet feature, which is where people post their beats and be like, “duet this video and write your hottest bars”. The rap community and the artist community on TikTok love that. So that's another way to reach more new artists on TikTok. It's a great way to do it because there's always artists on there looking for beats and they want to showcase [their talent].
Clint:
Now with all the success that you have, do you still post every day consistently? Every other day? How often are you posting now?
Kyle:
I try to post at least three times a week now. Before it was one video a day. But for me, now, two to three a week is solid.
Clint:
So is TikTok your primary focus? I know you said that you experienced growth on the YouTube channel as well. Do you tend to all those other social media outlets?
Kyle:
At first, TikTok was definitely my focus, but now I'm expanding my other profiles. Right now I'm working on putting content together for YouTube. Then on top of that, I'm also doing live streams on Twitch. So for me, it's really just about finding whatever is the next thing on the internet and just finding ways to be disruptive. I know that right now TikTok is the hottest thing and everybody's getting into it. Of course I still want to participate and contribute, but I also want to think about what's going to be the next hottest thing that people are going to try and get into. I know live streaming is such a hot thing right now. It's really just [about] experimenting with the internet because there's so many different possibilities.
Clint:
Yeah man, content is king. What's a funny story of somebody reaching out to you from discovering you on TikTok?
Kyle:
I did this track “Hoopla” with NLE choppa and at this point it’s out on all streaming platforms. We promoted it and everything. There was this one guy who DM’d me like “how much for the Hoopla beat?” He had several ideas on what he wanted to do with it. I was like “what are you talking about? It’s out” *laughs*
Clint:
What’s next for KyleYouMadeThat? What are some goals you have in the next year [or] next five years? What's the future looking like for you?
Kyle:
The next five years? Internet takeover. My whole focus is just being able to use the internet as my platform and just understanding how to finesse my way through the internet. So in the next five years, I would love to have a top 100 [song] on the Billboard [chart]. I would also love to have a really established YouTube channel and create a new way of thinking for producers on how to approach marketing on social media.
Clint:
That's huge because I feel like now in the age that we live in, you can literally carve out your own path and create the life that you want just with the internet alone. Thanks for inspiring us and other producers to go get it, man. And don't be afraid to show yourself on camera and social media. Just put it out there and you never know what can happen. Let the people know where they can find you, where they can follow you, and how to get in touch with you.
Kyle:
All socials everywhere from Airbit, to Instagram, to Snapchat, to TikTok - you can reach me at @kyleyoumadethat.
Clint:
Thank you again for taking the time to do this interview and giving us the gems on TikTok. Wishing you much success and just hoping for the best man. Keep it up!
